EICHLER, Lillian "Book of Etiquette" [Nelson Doubleday, 1921] Illustrated

EICHLER, Lillian. Book of Etiquette.

Oyster Bay, NY: Nelson Doubleday, 1921. Complete in two volumes. First printing. 7.75" x 5.25", xv + 293pp + xi + 288pp, with a total of 8 photo-illustrated plates. Blue cloth with extensive gilt decorations and titling. Light rubbing to cloth. Interior hinges holding but some separation starting between center signatures of Vol 1. Very Good.

Lillian Eichler Watson (1901–1979) was an American advertising copywriter and author renowned for her bestselling etiquette books. At just 18, she joined the Manhattan agency Ruthrauff & Ryan, where she created the iconic 1921 ad campaign for her own Book of Etiquette, featuring the memorable line, “Again She Orders… ‘A Chicken Salad, Please’.” This campaign not only sold out the book but also established her as a pioneering figure in American advertising. Her 1921 Book of Etiquette became a bestseller, selling over two million copies within two years, and she continued to publish updated editions and related works throughout her career.